Market News

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Singapore – U.S. Dried Egg Masterclasses with Nanyang Polytechnic

Cambodia – Food Safety and Cold Chain Management Seminar

Singapore – U.S. Poultry Media Tasting with Entrepôt

Vietnam – Danang Professional Chefs Challenge with U.S. Chicken

News – Singapore Drops “30 by 30” Food Security Goal

News – U.S.-Thailand Trade Negotiations at Risk Over Ceasefire Suspension

New Country Reports

Country Reports from USDA offices in the ASEAN region have been updated. See Export Assistance under Resources and Library.

In The Region

Cambodia
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Indonesia
Korean Chicken Chain Ramps Up Southeast Asia Strategy with First Outlet in Jakarta
South Korea’s Bhc Chicken, representing “K Chicken,” will open its first Indonesian outlet in Jakarta, bringing the chain’s footprint to include a total of 39 stores in eight overseas territories.
Though initially capitalizing on the K-food trend spreading across ASEAN and the world, Nam Hwa-Yeon, head of the overseas business division of Bhc Chicken’s parent company, Dining Brands Group, the business will focus extensively on localization and menu diversification in the near future, to capture more of the regional customer base.
“As a representative chicken brand in Korea, we will deliver our unique taste and experience to Indonesian customers,” he announced. “We plan to expand our contact point with local customers and gradually expand our stores in the future.”

Malaysia
Boycott-Born Fried Chicken Chain Gains Ground; Expands to 35 Outlets
Ahmad’s Fried Chicken, a Malaysian fried chicken chain founded in 2024 has expanded to 35 outlets across Peninsular Malaysia in 2025, and plans to reach 110 by the end of 2026.
The brand was created as a response to boycotts of Western brands with perceived ties to the Israeli government. Founders Lailatul Sarahjana Mohd Ismail and her husband Mohd Taufik Khairuddin were initially aiming simply to satisfy their young children’s fast-food cravings while maintaining solidarity with the movement by frying up their own chicken drumsticks at home.
Upon learning that their experience was shared with many other Malaysian diners and parents, the couple established their small-scale business, first via food truck, and soon after evolving to the viable competitor in the Malaysian market it is today.
Ahmad’s Fried Chicken is one of several Malaysian foodservice brands that was born out of the boycotts of Western brands that intensified since 2023. Interestingly enough, Malaysian consumers have reported that once trying local brands, many are now reluctant to shift back to global brands, regardless of their stance on foreign policy.
Even if the boycott were to end, consumer sentiment has shifted in the region, with an upswell of Malaysians preferring to patronize domestic and regional brands due to a rise in localist-minded consumption, and a preference for offerings that are more in tune to local palates.

Myanmar
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Philippines
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Singapore
Chick-Fil-A Opens First Outlet in Singapore
The southern chicken sandwich chain from Georgia, United States, has officially opened its first Asian outlet in Singapore on December 11. Singapore’s outlet features the same, classic menu offerings as Chick-Fil-A in the U.S., namely their famous breaded boneless chicken breast sandwich, and pressure-cooked chicken nuggets, with fresh chicken meat sourced from Malaysia.
Local owner-operator Chyn Koh told the press that the franchise is willing to explore and eventually incorporate regional flavors onto its menu, but will currently focus on offering diners an authentic taste of the American south. The Singaporean franchise does, however, feature an exclusive spicy chili sauce dip.
The Singaporean outlet will continue the company’s traditions of staying closed on Sundays and participating in the Shared Table food charity program.
Chick-Fil-A has made a 10-year, US$75 million investment in the region, and intends to open more outlets in the near future.

Thailand
Chef Arnold Myint Organizes Flood Relief Campaign
Chef Arnold Myint, the James Beard Award nominated Thai chef based in Nashville, Tennessee, has organized a relief effort to support victims of the monsoon floods in southern Thailand’s Songkhla province, that had practically submerged the city of Hai Yat. The “TN Chefs for Thailand” campaign brings chefs from across the state for a charity dinner hosted in Chef Arnold’s restaurant, International Market.
The son of Thai immigrants who opened the first iteration of International Market in 1975, the natural disaster bears deep personal significance for Chef Arnold.
For US$65, diners can not only look forward to seeing their proceeds aid the Red Cross of Thailand’s search and rescue efforts, they can also dig into a “triple threat” of chicken entrees, as well as a buffet of sides and sweets, courtesy of Nashville’s finest chefs.

Vietnam
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